To better understand user needs, we conducted 1-on-1 interviews, surveys, and secondary research. We focused on understanding the goals and pain points of American Airlines’ potential and existing customers across different types of travelers - business, leisure, international, and domestic.

RESEARCH

To gather qualitative insights about user behavior, motivations, and pain points.

1-on-1 interviews insights

To gather quantitative data from users to back up interview findings.

surveys insights

To identify trends and patterns in the airline industry to understand competitive positioning.

  • Passenger Growth: The U.S. market is expected to accommodate 1.3 billion passengers by 2037.

  • Millennial Travelers: By 2050, app. 2.4 billion millennial passengers will be traveling by air, reflecting a growing demographic for airlines to cater to.

  • Market Share: In 2021, American Airlines held a 19.5% share of the U.S. domestic market, making it one of the top three competitors alongside Southwest and Delta.

  • Brand Value: In 2022, American Airlines was one of the most valuable airlines globally, with a brand value surpassing $5 billion, placing it just behind Delta and United Airlines.

  • Customer Satisfaction: American Airlines earned a 77 out of 100 in the 2021 American Customer Satisfaction Index (ACSI), indicating a generally positive reception of its services.

secondary research insights

We analyzed the mobile experiences of Delta Airlines and United Airlines to identify industry standards and opportunities for differentiation. Key features like “My Trip”, flexible date calenders, and best price displays informed the design pricess.

competitive analyses insights

cares

  • Prefers user-friendly booking interfaces

  • Values clear and easy-to-access information regarding flight details

  • Wants reliable customer service that responds quickly.

loves

  • Enjoys personalized travel recommendations

  • Appreciates loyalty rewards and point programs

  • Loves being able to see price comparisons for multiple airlines

pains

  • Frustrated with hidden fees during booking

  • Dislikes the slow website loading times

  • Struggles with too many steps in the checkout process

CARES

What is the most important thing for you on a traveling website?

LOVES

which of the following activities do you prefer to perform on a mobile phone rather than a desktop?

PAINS

which of the following steps stresses you most?

research findings

GOALS

  • Efficient Booking Process

  • Tranparent Pricing

  • Flexible Options

Through extensive interviews, surveys and secondary research, several key users goals and pain points were identified. These insights guided the design and user experience strategy for the American Airlines project.

pains

  • Hidden Fees

  • Complicated Navigation

  • Long Load Times